Our Story: here’s a little bit about us…
Our story
It Started with a Hug in a Field
Sometimes the most meaningful partnerships begin in the most unexpected ways. For us—Jo and Craig—it was a hug in a field that sparked a connection that would grow into something remarkable. We've known each other for over a decade, but it was two years of close friendship that revealed how our different yet complementary skills could create something special together.
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With a deep academic foundation in plant science and sustainability—holding a BSc in Botany and an MSc in Rural Resource Management—Jo brings both theoretical knowledge and practical experience to Root Up.
Her professional journey has been diverse and impactful: from research and teaching at Bangor University to managing agricultural, complementary medicine, and rural economy projects for organisations like Conwy Council and the Welsh Assembly Government.
When not working on Root Up innovations, Jo can be found tending to her garden, practicing yoga, cycling through the countryside, hiking mountain trails, or foraging for nature's bounty—all reflections of her commitment to health, wellness, and sustainable living.
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Craig is our technical visionary with extensive experience in hydroponics and the growing sector. His natural talent for identifying problems and limitations is matched only by his creative approach to solving them.
Deeply technically minded and skilled, Craig constantly seeks ways to improve efficiency and effectiveness in everything he touches. His innovative thinking forms the backbone of Root Up's approach to sustainable solutions.
Outside of work, Craig channels his energy into mountain biking, mechanics and engineering projects, and maintaining his physical and mental wellbeing through fitness training.
Why We Work
When Craig learned about Jo's experience and skills, he immediately recognised she was the ideal partner to help transform his ideas into reality and bring them to market. Similarly, Jo was captivated by Craig's innovative concepts and knew her expertise could help make them happen.
What truly unites us is our shared mission: we both want to contribute to improving lives—making them easier, happier, and healthier, from the root up and the inside out.
Our Partnership
Our collaboration represents the perfect balance of vision and execution. Craig's technical innovation paired with Jo's scientific knowledge and project management expertise creates a dynamic that allows us to turn concepts into concrete solutions.
We believe our different perspectives and skills create something greater than the sum of its parts. This is just the beginning of our journey together—there's so much more to come from Root Up.